This is the most relatable belly we've ever seen in a major fashion ad

Lane Bryant’s latest campaign is going viral on Instagram for a surprisingly simple reason: They dared to show a model with stretch marks.

The plus-size retailer's December 8 post wracked up more likes than their last five photos combined. The image shows plus-size model Denise Bidot running her hands through her hair, luxuriating in a blue-and-white bathing suit from their Escape collection.

But the most important part of the photo is what's in between the two-piece.

"SHE'S SO GORGEOUS!!!! LOOK AT THOSE TIGER STRIPES (stretch marks)!!!!" one commenter wrote.

Some women said the photo inspired them to embrace their own bodies, too.

"The more you show real women, the less real women are going to feel bad and compare themselves to impossible standards," one commenter said. "...For women and young women who are constantly criticized by their peers, family, and society for looking the way they do and distorting their body image, seeing real women represented can show them that their stretch marks are normal and beautiful and should be embraced."

This isn't the first time Lane Bryant has been praised for its inclusive ad campaigns.

"I'm proud of my stretch marks," Bidot told PopSugar. "For so long in my life, I thought those were things I needed to hide or things that made me imperfect, and I came to realize that those are the qualities that made me unique."

In a culture that so often tells us to hide our flaws, that's a message that definitely deserves to go viral.